Demanding New African-American Consumer Market Relationships

Summary

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The segment has richly rewarded many retailers, wholesalers and manufacturers. Indeed the African-American consumer has built entire television networks, established new fashion trends and revolutionized the use of consumer electronic and communication tools from pagers to cell phones. We've "passed the Courvoisier," "put a ring on it" and had "everybody in the club getting tipsy." We've made the words "bling-bling" part of the popular culture, created a market for overpriced football jerseys ("throwbacks") and made more ways to wear jeans than Levi could have ever imagined. But what have we received in return? I guess we'd better "blame it on the alcohol."

This is why the actions of companies like General Motors are so disturbing today. The notion of Black people driving Cadillacs is part of the lexicon within the African-American culture. The brand has been a status symbol for the aspiration of Black leaders from Baptist preachers, to organization leaders to today's "Bailers" whose whip of choice is the Cadillac Escalade. With such extreme brand loyalty from a segment that over-indexes and contributes 24 percent to the companies' market share, you would expect willingness, even a strong demonstrated desire by the company to reciprocate. In a challenging economic environment why not go to our base? Look to further build a "relationship" and partner in new and more creative ways. Would it be too much to ask for support of the things that are of interest to your loyal consumers including the institutions and media outlets that deliver the messages? Clearly not, however, the research shows just the opposite. GM has taken the loyalty of the African-American consumer for granted.

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Demanding New African-American Consumer Market Relationships

(NNPA)-The African-American consumer market represents the largest emerging market in the world. With revenues projected to reach $1.2 trillion by 2012 according to the U.S. Census Bureau, this market segment has more retail purchasing power than Mexico, a nation to which many U.S. companies are bea...

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